The 4C’s—Customer, Cost, Convenience, and Communication—represent a modern evolution of the traditional 4 Ps of marketing, focusing on the consumer’s perspective. This framework shifts the emphasis from what companies offer to how customers experience the product or service. By centering on the needs and preferences of the target audience, the 4C’s aim to create more personalized and effective marketing strategies.
Customer emphasizes understanding the target audience’s needs, preferences, and behaviors. Cost refers not only to the price of the product but also to the perceived value and overall expense incurred by the consumer, including time and effort. Convenience highlights the ease with which customers can purchase and use the product, considering factors like distribution channels and user experience.
Communication replaces the traditional concept of promotion by focusing on a two-way dialogue between the brand and its customers. It involves building relationships through meaningful interactions and feedback loops. By addressing all aspects of the customer journey—from initial awareness to post-purchase engagement—the 4C’s provide a comprehensive approach to crafting strategies that truly resonate with modern consumers.
👉 See the definition in Polish: The 4C’s: Elementy marketingu skoncentrowane na kliencie